British boxing star Anthony Joshua has signed a multi-fight sponsorship deal with sports retailer JD.
The new deal, brokered with the help of sports marketing firm SportQuake, has been announced ahead of Joshua’s heavyweight title defence against Carlos Takam at Cardiff’s Principality Stadium this weekend.
Under the agreement, the unified world heavyweight champion, 28, and his team will collaborate with JD on branded content and other activations, including fan competitions and meet and greets. Joshua will also feature in JD’s boxing magazine show, JD Undisputed.
“I’m buzzing to partner with JD,” Joshua said in a statement. “I have been a customer since I was a kid.
“I’m really looking forward to working with the guys on a range of projects to help young people achieve their full potential whether that be in boxing, music or whatever their passion is. I can’t wait to put on a show for the team Saturday night.”
Earlier this year, Joshua topped SportsPro’s annual list of the planet’s most marketable athletes. His other sponsors include Under Armour and Lucozade.